Car tech wanted even with connected car & safety confusion

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toptechneilsenNeilsen’s AutoTECHCAST study found that many Americans are unfamilar with many of the advancements now available in new automobiles, however, safety is the most important technology wanted.

The study found that the average base familiarity with 44 auto technologies was low at 25%, highlighting a notable opportunity for automakers.

Consumers are most interested in technology geared toward safety. As a category, safety ranks highest among the five categories in Nielsen’s AutoTECHCAST survey. With an average interest index of 41.3, safety ranks more than a full point above connectivity, which comes in at No. 2 with an average interest score of 40.6.

According to the report, the top five most recognizable advanced technologies are rear camera mirrors, smartphone-linked media functionality, blind spot detection and prevention systems, surround view camera systems, and smartphone-navigation vehicle interfaces.neilsensafetyfirst

Interest and familiarity aside, blind spot detection/prevention is mostviewed (73% very/extremely likely to purchase a vehicle with thistechnology vs. one without) by consumers as being a differentiating technology on a vehicle they’re considering buying. Other topdifferentiating safety technologies include laser headlights (62%), rear camera mirror (62%), surround view camera system (61%), lane keep
assist (58%) and remote vehicle diagnostics (53%).
Smartphone navigation integration is the top-scoring technology and the only
technology in the connected category that garnered a “good” interest score—
placing among the top 20% in automotive technology interests historically—from consumers (46.9).

Technologies involving comfort and fuel efficiency were shown to be the least familiar to survey respondents. The report revealed the bottom five technologies were gesture/motion controls, energy recovery suspensions, active wheel shutters, active front grille shutters, and car-mounted solar panels.

The AutoTECHCAST Report found that safety is among the top criteria for consumers when shopping for a new vehicle and has risen 5% since 2014. Advanced technology is also on the rise, up 3% over last year. Furthermore, half of the top 10 individual technologies of interest are safety related.

The report did uncover an increase in the importance of corporate reputation, which rose to 10% in 2016 from 8% last year. The most  important concern is privacy.

The AutoTECHCAST Report found that nearly two in three consumers surveyed are not willing to share information over fears their privacy would be comprised

While familiarity with connected cars has been on the rise, the AutoTECHCAST report shows that nearly one-third of consumers have never heard of these technology-enabled vehicles. These consumers don’t know what connected cars do, and are not associating vehicle brands with infotainment badging.

Currently, 28% of Americans say they know what connected cars do, while another 41% have heard of them but don’t know what they do.
The AutoTECHCAST Report found that advanced technologies are highly appealing to Millennials and affluent buyers.

Neilsen’ AutoTECHCAST, measured 44 different automotive technologies in 13 technology categories and also includes a deep dive into consumer views on the connected car.